English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113371/144356 (79%)
Visitors : 51191930      Online Users : 906
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/35005
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35005


    Title: 通路品牌績效影響因素之研究-以量販店為例
    Authors: 陳文魁
    Contributors: 洪順慶
    陳文魁
    Keywords: 私有品牌
    通路品牌
    零售商
    量販業
    品牌
    Date: 2006
    Issue Date: 2009-09-18 13:32:32 (UTC+8)
    Abstract: 在傳統的觀點上,通路品牌的定位往往是被認為是品質較為低劣的、價格低廉的商品,但是現今零售商通路品牌的市占率節節提升,所以目前大多數的品牌商都把通路品牌視為和全國性品牌一樣的強勁對手,這是因為現在零售商開始不斷重視通路品牌的品質,同時也影響了消費者的知覺品質,零售商可藉由通路品牌影響消費者而進一步地提高對其他品牌製造商的議價力,同時塑造差異化以阻絕其他通路商可能的打擊,而台灣零售業近年來也不斷地致力於開發通路品牌,使得通路品牌漸漸成為重要的議題之一。本研究將針對消費者之所以購買通路品牌的因素作一探討,了解通路品牌績效的影響因素,並加以比較分析提出可能的原因,同時提供相關建議供實務界人士參考。

    由於本研究是以消費者的觀點出發探究通路品牌績效的可能影響因素,故研究方法係以量化方式進行,以購買量販店通路品牌的消費者作為問卷發放對象。而本研究將通路品牌績效分為「購買行為」、「購買傾向」以及「通路品牌權益」等三項;影響因素亦分為三部分,分別為「製造商品牌因素」、「零售商因素」以及「消費者因素」,以統計分析方法探究此三種因素對通路品牌績效的影響。

    分析結果發現製造商品牌因素中的產品創新程度對通路品牌績效有重要影響,顯示持續的產品創新、對產品研發的長期投資是阻擋通路品牌獲取市占率的重要作法之一。

    在零售商因素中的商店印象也對自身的通路品牌績效有顯著的正面影響,表示量販店可以藉由整體商店印象的塑造來增加通路品牌實際的銷售。另外通路品牌的推式促銷也可以強化消費者心目中對通路品牌產品物美價廉、好品質的印象,同時也表示零售商可藉由內部賣場特殊購買點展示、暫時價格促銷等可以由零售商所主導的推式促銷來強化通路品牌績效。

    在消費者因素方面,價格知覺以及商店忠誠的消費者心理特質均對通路品牌績效有重要的正面影響,而消費者對製造商品牌的品牌忠誠則有顯著的負面影響,表示品牌忠誠仍為影響消費者是否轉而選購物美價廉的通路品牌的重要因素。另外在消費者的創新特質、時間與財務壓力特質均對通路品牌績效有部分的顯著影響。

    本研究亦提供了給予實務界的建議,在零售商方面共有三點建議:一、零售商應致力於商店印象的提升。二、善用經銷商促銷支援通路品牌。三、重視經營通路品牌、塑造通路品牌忠誠,與商店忠誠相輔相成。而在品牌製造商方面也有三點建議:一、重視自家品牌的產品創新。二、以降價的手段應戰在長期的觀點上較為不妥。三、品牌忠誠可有效遏止通路品牌的侵蝕。
    Reference: 一、中文部分
    1. 石明家(2001),SPSS 10.X中文版統計資料分析實務應用。台北:碁峰資訊。
    2. 沈雲驄、湯宗勳譯(2001),David A. Aaker原著,品牌行銷法則: 如何打造強勢品牌?。商業周刊。
    3. 何琦瑜(2003),「通路新勢力 品牌殺手?」,天下雜誌,第282期。
    4. 周文賢(2002),多變量統計分析:SAS/STAT使用方法。台北,智勝文化。
    5. 林傑斌、劉明德(2002),SPSS 11.0與統計模式建構。台北:文魁資訊。
    6. 林錦慧、但漢敏譯(2007),Nirmalya Kumar & Jan-Benedict E. M. Steenlamp原著,是誰把你的商品擠下貨架?。台北,商智文化。
    7. 林翠瑩(2004),品牌形象、品牌關係品質與品牌忠誠度之關聯性研究-以零售業自有品牌為例,南台科技大學行銷與流通管理研究所,碩士論文。
    8. 洪順慶(2006),台灣品牌競爭力。台北,天下雜誌出版。
    9. 洪順慶(2005),行銷管理,三版。台北,新陸書局。
    10. 姜雪影(1994),「知名品牌力搏危瀾」,天下雜誌,第161期。
    11. 洪千琮(2004),量販店自有品牌產品資訊對消費者知覺影響之研究,國立中興大學企業管理學系研究所,碩士論文。
    12. 高登第編譯(2001),David A. Aaker等原著,品牌管理。台北:天下遠見。
    13. 陳慧婷(2003),「萬客隆退場 同業更緊張」,天下雜誌,第270期。
    14. 朝陽堂編輯部譯(1995),David A. Aaker & Alexander L. Biel原著,品牌經營。台北:朝陽堂文化。
    15. 黃政瑋譯(2005),Robert Spector原著,品類殺手-零售大戰對消費文化的衝擊。台北,天下雜誌出版。
    16. 陳振燧、洪順慶(1999),「消費品品牌權益衡量量表之建構-顧客基礎觀點」,中山管理評論,第七卷,頁1175-1199。
    17. 陳振燧、洪順慶(1998),「顧客基礎品牌權益建立之研究」,管理學報,第十五卷,頁623-642。
    18. 黃俊英(2005),行銷研究-管理與技術,七版。台北,華泰文化。
    19. 陳怡真(1997),商店品牌產品購買行為之決定性因素,國立台灣大學商學研究所,碩士論文。
    20. 黃姿云(2005),零售業商店國際品牌和自有品牌對購買傾向的影響—以家樂福量販店為例,國立成功大學企業管理研究所,碩士論文。
    21. 黃佩如(2001),大學生之生活型態對零售業自有品牌之品牌權益的關係研究,淡江大學管理科學研究所,碩士論文。
    22. 陳初真(2005),零售商自有品牌市場佔有率影響因素之研究 —三大便利商店POS 資料實證分析,國立高雄科技大學行銷與流通管理所,碩士論文。
    23. 齊若蘭(1996),「名牌復活記」,天下雜誌,第186期。
    24. 張素璇(1997),『「自有品牌」是好牌』,天下雜誌,第197期。
    25. 張保隆、伍忠賢(2005),零售業管理。台北:全華書局。
    26. 張紹勳、張紹評、林秀娟(2000),SPSS For Windows統計分析:初等統計與高等統計。台北:松崗出版。
    27. 溫珮妤(2003),「通路經營自有品牌,小兵立大功」,Cheers雜誌,第033期。 
    28. 經濟部商業司(2002),流通業產業研究報告。台北,經濟部出版。
    29. 鄭家真(2002),消費者對自有品牌態度以及購買傾向之研究-以量販店為例,國立成功大學企業管理研究所,碩士論文。

    二、英文部分
    1. Aaker, David A (1996), “Measure Brand Equity Across Products and Markets,” California Management Review, Vol.38, No.3, pp.102~120.
    2. Angel F Villarejo-Ramos and Manuel J Sanchez-Franco (2005), “The impact of marketing communication and price promotion on brand equity,” Journal of Brand Management, Vol.12, No.6, pp.431~444.
    3. Archna Vahie, Audhesh Paswan (2006), “Private label brand image: its relationship with store image and national brand,” International Journal of Retail & Distribution Management, Vol.34, No.1, pp.67~84.
    4. Artur Baldauf, Karen S Cravens, and Gudrum Binder (2003), “Performance consequences of brand equity management: evidence from organizations in the value chain”, The Journal of Product and Brand Management, Vol.12, No.4, pp.222
    5. Astrid Jonas and Jutta Roosen (2005), “Private labels for premium products - the example of organic food,” International Journal of Retail & Distribution Management, Vol.33, No.8, pp.636~653.
    6. Boonghee Yoo, Naveen Donthu and Sungho Lee (2000), “An examination of selected marketing mix elements and brand equity,” Journal of the Academy of Marketing Science, Vol.28, No.2, pp.195~211.
    7. Brenda Cullen (1997), “A study of the trapped brand phenomenon,” Irish Marketing Review, Vol.10, No.1, pp.3~14.
    8. Charles S Areni, Dale F Duhan, Pamela Kiecker (1999), “Point-of-purchanse displays, product organization, and brand purchase likelihood,” Academy of Marketing Science. Journal, Vol.27, No.4, pp.428~441.
    9. David Dunne and Chakravarthi Narasimhan (1999), “The New Appeal of Private Labels,” Harvard Business Review, May-June 1999, pp. 41~52.
    10. Dhruv Grewal, R Krishnan, Julie Baker, Norm Borin (1998), “The effect of store name, brand name and price discounts on consumers` evaluation and purchase intention,” Journal of Retailing, Vol.74, No.3, pp.331~352.
    11. Dodds, William B., Monroe, Kent B., Grewal, Dhruv (1991), “Effects of Price, Brand, and Store Information on Buyers` Product Evaluations,” Journal of Marketing Research, Vol.28, No.3, pp.307~319.
    12. Farris, Paul W, Ailawadi, Kusum L (1992), “Retail power: Monster or mouse?,” Journal of Retailing, Vol.68, No.4, pp.351~369.
    13. Frederick E. Webster, Jr. (2000), “Understanding the Relationships Among Brands, Consumers, and Resellers,” Journal of Academy of Marketing Science, Vol.28, No.2, pp.17~23.
    14. Jason M Carpenter, Marguerite Moore, Ann E Fairhurst (2005), “Consumer shopping value for retail brands,” Journal of Fashion Marketing and Management, Vol.9, No.1, pp.43~53.
    15. John A. Quelch and David Harding (1996),” Brands Versus Private Labels: Fighting to win,” Harvard Business Review, January-February 1996, pp.99~109.
    16. John G Myers (1967), “Determinants of private brand attitude” Journal of Marketing Research, Vol.4, No.1, pp.73~81.
    17. Joseph F. Hair, William C. Black, Berry J. Babin, Rolph E. Anderson, Ronald L. Tatbam (2006), Multivariate Data Analysis, 6th edition, Pearson Education, Inc.
    18. Keller, Kevin Lane (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, Vol.57, No.1, pp.1~22.
    19. Kevin Lane Keller (2001), “Building customer-based brand equity,” Marketing Management, Vol.10, No.2, pp.14~19.
    20. Krisof De Wulf, Gaby Odekerken-Schoder, Frand Goedertier and Gino Van Ossel (2005), “Consumer perceptions of store brands versus national brands,” The Journal of Consumer Marketing, Vol.22, No.4, pp.223~232.
    21. Kusum L. Ailawadi, Scott A Neslin and Karen Gedenk (2001), “Pursuing the Value-Conscious Consumer: Store Brand Versus National Brand Promotions,” Journal of Marketing, Vol.65, No.1, pp.71~89.
    22. Lassar, Walfried, Mittal, Banwari and Sharma, Arun (1995), “Measure customer-based brand equity,” The Journal of Consumer Marketing, Vol.12, No.4, pp.11~19.
    23. Lichtenstein, Donald R, Ridgway, Nancy M, Netemeyer, Richard G (1993), “Price perceptions and consumer shopping behavior: A field study,” Journal of Marketing Research, Vol.30, No.2, pp.234~245.
    24. Marcel Corstjens and Rajiv Lal (2000), “Building Store Loyalty Through Store Brands,” Journal of Marketing Research, Vol.73, No.3, pp.281~291.
    25. Michael Harvey, James T Rothe, Laurie A Lucas (1998), ”The "trade dress" controversy: A case of strategic cross-brand cannibalization,” Journal of Marketing Theory and Practice, Vol.6, No.2, pp.1~15.
    26. Naresh K. Malhotra (2007), Marketing Research, 5th edition, Pearson Education, Inc.
    27. Outi Uusitalo (2001), “Consumer perceptions of grocery retail formats and brands”International Journal of Retail & Distribution Management, Vol.29, No.5, pp.214~225.
    28. Paul S. Richardson, Alan S. Dick, & Arun K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, Vol.58, No.4, pp.28~36.
    29. Paul S. Richardson, Arun K. Jain and Alan Dick (1996), “Household Store Brand Proneness: A Framework,” Journal of Retailing, Vol.49, No.3, pp.19~33.
    30. Philip Kotler (2003), Marketing Management, 11th edition, Pearson Education, Inc.
    31. Pradeep K Chintagunta, Andre Bonfrer, Inseong Song (2002), “Investigating the effects of store-brand introduction on retailer demand and pricing behavior,” Management Science, Vol.48, No.10, pp.1242~1267.
    32. Raju, Jagmohan S, Sethuraman, Raj and Dhar, Sanjay K (1995), “National brand-Store brand price differential and store brand market share,” Pricing Strategy & Practice, Vol.3, No.2, pp.17~24.
    33. Ronald W Cotterill, William P Putsis Jr and Ravi Dhar (2000), “Assessing the Competitive Interaction between Private Label and National Brands,” The Journal of Business, Vol.73, No.1, pp.109~135.
    34. Sanjay K Dhar, Stephen J Hoch (1997), “Why Store Brand Penetration Varies by Retailer,” Marketing Science, Vol.16, No.3, pp.208~227.
    35. Sanjoy Ghose, Oded Lowengart (2001), “Perceptual positioning of international, national and private brands in a growing international market: an empirical study,” Journal of Brand Management, Vol.9, No.1, pp.45~62.
    36. Scot Burton, Donald R Lichtenstein, Richatd G Netemeyer and Judith A Garretson (1998), “A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates,” Journal of the Academy of Marketing Science, Vol.26, No.4, pp.293~306.
    37. Sender Sayman, Stephen J Hoch, Jagmohan S Raju (2002), “Positioning of Store Brands,” Marketing Science, Vol.21, No.4, pp.378~396.
    38. Stephen J. Hoch and Shumeet Banarji (1993), “When Do Private Label Succeed?,” Sloan Management Review, Vol.34, No.4, pp.57.
    39. Stephen J. Hoch (1996), “How Should National Brands Think about Private Labels?,” Sloan Management Review, Vol.73, No.2, pp.89~102.
    40. Stephen J. Hoch, Xavier Dreze, Mary E. Purk (1994), ”EDLP, Hi-Lo, and Margin Arithmetic,” Journal of Marketing, Vol.58, No.4, pp.16~27.
    41. Talha Harcar, Ali Kara and Orsay Kucukemiroglu (2006),” Consumer`s Perceived Value and Buying Behavior of Store Brands: An Empirical Investigation,” The Business Review, Cambridge, Vol.5, No.2, pp.55~62.
    42. William P Putsis Jr, Ronald W Cotterill (1992), “Share, price and category expenditure - Geographic market effects and private Label,” Managerial and Decision Economics, Vol.20, No.4, pp.175~187.
    43. Zeithaml, Valarie A (1988), “Consumer Perceptions of Price, Quality, and Value: a means-end Model and Synthesis of Evidence,” Journal of Marketing, Vol.52, No.3, pp.2~22.
    Description: 碩士
    國立政治大學
    企業管理研究所
    94355037
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094355037
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    503701.pdf43KbAdobe PDF2933View/Open
    503702.pdf85KbAdobe PDF2799View/Open
    503703.pdf75KbAdobe PDF2832View/Open
    503704.pdf121KbAdobe PDF2986View/Open
    503705.pdf102KbAdobe PDF21038View/Open
    503706.pdf283KbAdobe PDF22973View/Open
    503707.pdf188KbAdobe PDF21159View/Open
    503708.pdf346KbAdobe PDF21418View/Open
    503709.pdf142KbAdobe PDF2992View/Open
    503710.pdf93KbAdobe PDF21887View/Open
    503711.pdf185KbAdobe PDF22968View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback